Customers expect quick and unique brand interactions at every touch-point. Delayed or generic responses won’t cut it. It’s impossible to provide a customer journey that is both quick and unique at any meaningful scale without technology. And choosing the wrong customer engagement technology can have just as negative an impact on your business as having none at all.
When making your choice of technology, look for five components, according to the Creatio e-book, “Top 5 Technologies to Dominate Customer Experience in 2020.” We’ll give you a quick rundown here, and you can download the whole e-book with the link at the end if you wish.
Dominate the Customer Experience
First, what do we mean by customer experience? It’s the “combination of communications, interactions, behaviors, and other aspects” associated with your dealings with your customers. How does it make them feel? Does it meet their needs? Customer service is how you solve problems with them. Customer experience goes beyond that to how they felt during your interactions, and what level of trust and respect and even humanity permeated the experience.
73 percent of consumers point to customer experience
as important to their purchasing decisions.
Ready? Here are the top five technology features you’ll need to excel at customer engagement:
One: Customer Relationship Management
We continue to advocate for the idea that CRM is a function. Creatio CRM and other solutions are the tools that support a customer-centric strategy of business development. CRM tools enable communication, behavior tracking, campaign testing, and so much more. When you know your customer more fully and relate accordingly, their customer journey will improve, and your business will become more profitable.
CRM is about lots more than sales, but let’s use sales as an example. Teams find Creatio CRM useful for sales productivity improvement. They can score leads based on predefined factors, then prioritize attention to leads with higher scores since they are more likely to close. They can also set parameters for when to trigger what action with lower-scoring leads.
Two: Low Code
Low code is a software development technology that enables everyday business users to build apps without the need for specialized developer knowledge or IT assistance. It enables much greater efficiency and accessibility, often with a simple drag-and-drop interface that does require coding and shortens development time dramatically.
The e-book again uses sales as an example. Say an account manager realizes that a client portal would help her manage her portfolio. With a low code solution, she can build one herself. She saves herself and the overburdened IT team time, she matches it to her specific needs and those of her clients, and she now has a great tool for customer cultivation. Pretty sweet.
Three: Big Data
Big data is the name for the collection of countless customer data points. When they are aggregated, they can be analyzed to produce useful insights that inform smart decisions and effective strategy. The newest generation of CRM software can do this and present the data on a dashboard in the form customized to be most useful to you.
Four: Artificial Intelligence and Machine Learning
AI trains computers to make decisions. Machine learning is a kind of AI that focuses on a computer learning from data to better perform a given task. Both can be employed across a wide range or organizational areas to increase efficiency.
Financial and healthcare services are just two industries that gain significant benefit from using AI to help improve their customer experiences. The insurance sector, for instance, gets a flood of inquiries about the similar questions. AI can help them reply efficiently and seamlessly for most customers.
Five: Orchestration Platforms
The likelihood of a smooth customer experience plummets when you are using different solutions to manage various processes and workflows. What if you had a single solution through which to configure and control how all your functions operate? Oh, and let’s not forget the ability to automate more of them. This kind of platform ensures more aspects of a customer’s journey are captured, and as a result you have a true picture of how they behave and can deliver personalized content across touchpoints meaningful to them. More about turning pain points into progress.
Read more about digital transformation of the customer journey by downloading the e-book here. Which one holds the most potential for your business?